Instagram offers selected creators up to $500,000 for long-form video
Digiday's November 6 interviews examined creator reactions to Instagram's long-form announcement from the prior week. Instagram plans to support videos up to 90 minutes through Features and has offered selected creators $50,000 to $500,000 to post long-form work. The company told Digiday it was too early to share a long-form monetization model. Managers questioned whether discovery alone could justify original production, while some advised creators to test older videos before commissioning new work.
THE BREAKDOWN
Treat an acquisition offer as a negotiated guarantee, not evidence of an open revenue-sharing program. Ask Instagram to specify payment milestones and any exclusivity period in writing. Start with catalog titles whose music and sponsor permissions cover another platform. Track qualified audience growth before committing a new production budget. For brands, buy defined deliverables and reporting rather than assume Instagram will fund the creator through advertising revenue.
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